Customer participation in online co-creation experience: the role of e-service quality

Abstract

Purpose-This exploratory paper aims to extend the research on customer co-creation behavior into an emerging market. To this end, it empirically examines the influence of e-service quality dimensions on customers' willingness to participate in online co-creation experience, in conjunction with customer attitude and intention. Design/methodology/approach-Data from a sample of 215 customers from the Egyptian telecommunication sector were collected and analyzed using structural equation modeling technique. Findings-The findings suggest that, although five e-service quality dimensions (efficiency, system availability, privacy, responsiveness and compensation) affect the attitude toward the Web site, another set of the dimensions (efficiency, fulfillment, compensation and contact) affects customers' willingness to participate in the co-creation experience. The findings also support that customers' attitudes toward the Web site affect the intention to use the Web site, which, in turn, affects customers' willingness to participate in the online co-creation experience. Practical implications-In their move toward mass customization, companies face the challenge of engaging a huge number of users. Deep and engaging interactions with customers could be one of the differentiators a company might cultivate to serve the market better. Thus, online co-creation activities might broaden the horizon for a cost-effective approach striving for close ties and a high level of customer engagement. Originality/value-Despite the intensive use of the Internet in distributing e-services, little attention has been paid thus far to extend e-service quality models to incorporate customer participation in the online co-creation experience. In particular, this exploratory study identifies the important dimensions of e-service quality that influences customers' willingness to participate in the online co-creation experience.

From desktop to destination: User-generated content platforms, co-created online experiences, destination image and satisfaction

“…The online platform co-creation experience may be defined as the experience of value co-creation through the interaction with a destination-related information and communications technology (ICT), and is often conceptualised as the experience of co-creation via an online platformas a result of user-to-user interactions ( Elsharnouby & Mahrous, 2015 ). In the context of tourism, users share information about their experiences at specific destinations on UGC platforms which result in a collaborative development of value for both the sharers as well as the readers of UGC ( Cox, Burgess, Sellitto, & Buultjens, 2009 ).…”

Deniz Turizminde Müşteri Katılımının Öncülleri ve Sonuçları: Bir Literatür Çalışması

“…Öz yeterlik (self-efficacy) ve öz benlik kurgusu (self-construal) algısı; müşteri katılımı ile ilgili yapılan çalışmalarda öncül olarak kullanılan kişisel psikolojik faktörlerdendir (Chen, Raab ve Tanford, 2015;Wang, Lee ve Wu, 2015;Hu, Zhang ve Luo, 2016. Müşterinin ruh hali (customer mood), olumlu/olumsuz duygu durumu (positive/negative emotions), müşterinin empati yapma modu vs. kavramlar, müşterinin duygusal durumunu ilgilendiren öncüller iken (Gallan vd., 2013;Bharti, Agrawal ve Sharma, 2014;Zhao, Yan ve Keh, 2018); müşteri istekliliği (customer willingness), müşterinin hizmeti kullanma niyeti (intention to use), müşterinin hizmet sağlayıcıya bağımlılık düzeyi (level of independence), müşterinin ihtiyaç yoğunluğu (intensity of need), müşterinin değer yaratma tutumu (value co-creation attitude); müşterinin katılım gösterme arzusu ile ilgili öncüllerdendir (Wang, Lee ve Wu, 2015;Elsharnouby ve Mahrous, 2015;Plé, 2016;Shamim, Ghazali ve Albinsson, 2017). Belli bir hizmet ya da ürün satın alırken, bu satın almanın kişinin benlik ve hedeflerine uygunluğu ile ilgili kavram olan "müşteri ilgilenimi" (customer involvement) de diğer bir öncül olarak ele alınan kavramlardandır.…”

“…Bu durumun, yat sahiplerinin katılım eğilimlerini de etkilemesi muhtemeldir. Genellikle çalışmalarda müşteri katılımının çıktıları arasında yer alan "algılanan hizmet kalitesi" kavramının, özellikle çevrimiçi platformlar ve sosyal ağlar hakkında yapılan katılım çalışmalarında öncül olarak kullanıldığı görülmektedir (Elsharnouby ve Mahrous, 2015). Marina özelinde düşünüldüğünde, müşterilerin verilen hizmetler ile ilgili algıladıkları kalitenin yüksek olması, onları daha fazla katılımda bulunarak işletmelerin süreçlerine destek olmalarını sağlayabilir.…”

Destination website quality, users’ attitudes and the willingness to participate in online co-creation experiences

“…While in marketing literature there is evidence of a positive relation between the quality of the online service and users' online co-creation behaviors (Carlson and O'Cass, 2010;Elsharnouby and Mahrous, 2015;Sheng and Liu, 2010). Elsharnouby and Mahrous (2015) state that the seven components of the online service quality (e-SQ) directly and positively affect user attitudes and intentions to participate in online co-creation activities. Therefore, this paper proposes (see Figure 1):…”

“…The attitude toward the destination website is measured through three items based on Mazaheri et al (2011). Following Elsharnouby and Mahrous (2015), the willingness to participate in online co-creation experiences is measured using three items conditioned to the destination website's content (Table IV offers a description of each item). The participants making up the sample are residents from Spain, most of them with university studies (89.69 percent) who were encouraged to randomly visit and experience one of the proposed destination websites from their computer.…”